F.Y.I.

Shameless Media introduces Baileys Irish Cream Liqueur to book club audience

Fresh off announcing more content for its audience, Shameless Media is working with DRUM and Foundation to solidify a relationship between Baileys Irish Cream Liqueur and The Shameless Book Club’s audience.

The announcement:

Shameless Media is solidifying Baileys Irish Cream Liqueur’s relationship to a vibrant new audience (spoiler alert: it’s not your mum), with today’s launch of The Tastemakers for The Shameless Book Club, in collaboration with Foundation and DRUM.

To drive mass appeal with The Shameless Book Club audience this bespoke content series has been created to marry the interest areas of the audience with key Baileys consumption moments through the voices of inspiring Australian talent – The Tastemakers hosted by Gemma Dimond.

From Julia Busuttil Nishimura (@juliaostro) to Zara Wong (@zara_wong), The Tastemakers series will provide The Shameless Book Club community with a glimpse into how our six tastemakers’ built their careers, spend their downtime and lean into the power of me-time moments every day.

“The placement across The Shameless Book Club highlights how small indulgences can be celebrated. The partnership leverages the community’s love of storytelling to position Baileys as the perfect accompaniment to me-time moments”, says Alana Lucci, brand manager, Baileys.

The campaign will showcase the versatility of Baileys through seamless recipe integration within the podcast and social placements. The shared values of The Shameless Book Club and Baileys can be seen throughout all campaign touchpoints.

“I can’t think of a better partnership to demonstrate everyday indulgence than The Shameless Book Club and Baileys. We’ve had a ball working with the Shameless team on this, and Foundation & DRUM can’t wait to see how listeners react to our upcoming podcasts”, says Erin Fletcher, director of projects & operations, DRUM.

Rhiannon Joyce, Shameless Media’s head of business development, says “Baileys understood the value of our Shameless Book Club community and gave us the creative control to create a series that was true to their interests. With so much trust, we’ve been able to produce a branded series that perfectly balances Baileys messaging with storytelling, and we expect our community to love this series as much as we do”.

Campaign Credits

Alana Lucci – brand manager, Baileys

Foundation Australia – Media Agency

Erin Fletcher – director of projects & operations, DRUM

Chloe O’Shea – senior account manager, DRUM

Ella Garbett – account manager, DRUM

Rhiannon Joyce – head of business development, Shameless Media

Nikkita David – campaign executive, Shameless Media

Charlotte White – Videography, Shameless Media

Annabelle Lee – Audio Producing, Shameless Media

Source: Shameless Media

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.